Role  Description          

 Role  Title    

 Fan  Development  Manager  

 Reports  To    

 General  Manager  –  Marketing,  Community  &  Fan  Development  

 Department    

 Fan  Development  

 Date    

 March  2013  

 

Role Description: Fan Development Manager

 Role:    Fan  Development  Manager    

   

Key  ob

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The  Fan  Development  Manager  is  responsible  for  the  development  and  implementation  of  strategy  and  operations  relative  to  casual  ticket  sales  for  the  Gold  Coast  SUNS  as  well  as  the  acquisition  and  development  of  engaged  fans  of  the  club.  

Key  responsibilities  for  the  position  include:  

1. Development  and  execution  of  the  casual  ticketing  campaign  for  Gold  Coast  SUNS  home  games  in  accordance  with  sales  and  revenue  budgets  

2. Fan  identification  and  development  through  data  acquisition  and  relationship  building  

3. Fan  engagement  through  delivery  of  high  quality  experiences  and  exceptional  customer  service  

4. Fan  database  development,  analysis,  segmentation  and  management  

5. Casual  ticket  sales  reporting  and  analysis  

   

Role Description: Fan Development Manager

   

Relatio

nship  Man

agem

ent  

Reports  to:  

General  Manager  –  Marketing,  Community  &  Fan  Development  

Direct  reports:  

• Fan  Development  Executive  

• Receptionist/Assistant  Fan  Development  Executive  

Key  Internal  Relationships:  

• Membership  Manager  

• Membership  &  Ticketing  Coordinator’s  

• Communications,  Sponsorship  and  Community  Department’s  

Key  External  Relationships:  

• AFL  Membership  Shared  Services  

• Members  

• Fans  (supporters)  

• Casual  ticket  purchasers  

• AFL  Queensland  

• TicketMaster  

• Metricon  Stadium  

• Tourism  Gold  Coast  

Role Description: Fan Development Manager

Key  Re

spon

sibilities  for  th

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Key  Responsibilities:  

Development  &  Execution  of  Casual  Ticketing  Campaign    • Develop  annual  casual  ticketing  strategy  and  delivery  plan    • Execute  annual  casual  ticketing  campaign  in  accordance  with  budgeted  attendance  and  

revenue  figures  • Develop  and  manage  a  variety  of  marketing,  promotional  and  sales  activities  relating  to  

casual  ticket  purchases  • Increase  the  purchase  of  casual  tickets  through  communications  and  specific  offers  to  

external  networks  and  relationships    

Fan  Identification  &  Development  • Develop  and  execute  data  acquisition  promotions  and  campaigns  for  all  Club  touch  points  • Identify  and  facilitate  communication  with  established  networks  and  third  party  databases  

for  casual  ticket  promotions  • Strategically  communicate  with  partner  databases  to  facilitate  their  engagement  with  the  

club  • Develop  and  commit  to  ongoing  relationships  with  schools  and  local  sporting  and  social  

clubs  for  Fan  Development  purposes  • Maximise  opportunities  to  develop  relationships  with  ‘fan  champions’  and  direct  

communication  with  a  growing  database  of  individuals  • Research,  develop  and  execute  a  community  fundraising  ticket  program    

Fan  Engagement  • Develop  and  execute  campaigns  to  extend  fan  relationships  from  casual  ticket  purchasers  to  

repeat  and  engaged  ticket  purchasers  • Implement  casual  ticket  purchaser  communications  that  are  exclusive,  timely  and  

informative  to  aid  ‘door  to  door  experience’  • Act  as  point  of  contact  for  group  ticket  sales  on  a  match  day  to  deliver  experience,  ensure  all  

customer  requirements  are  met  and  develop  relationships  • Manage  customer  relationships  and  after  sales  support,  from  initial  contact,  to  close  of  sale  

through  to  service  and  handover  • Execute  the  Club’s  junior  fan  program  

Fan  Database  Development    • Implement  processes  to  ensure  newly  acquired  data  and  associated  information  is  imported  

into  the  Gold  Coast  SUNS  CRM  within  a  timely  manner  • Manage  the  development  of  a  qualified  fan  base  and  prospect  pool  for  the  purpose  of  

relationship  marketing    Reporting  &  Administration  

• Analyse  casual  ticket  sales  data  and  report  on  new  insights  and  common  trends  • Complete  and  distribute  weekly  sales  and  KPI  tracking  reports  • Develop  post  game  reports  inclusive  of  above  the  line  and  below  the  line  sales  activity  

measured  against  return  on  investment  • Report  on  contacts,  communications  and  sales  through  identified  channels  and  individuals  

     

 

Role Description: Fan Development Manager

Person

al  Spe

cifications  

Essential  qualifications  /  experience  /  skills:  

• A  strong  personal  brand  which  personifies  the  Gold  Coast  SUNS  values  of  bold,  fresh,  relentless,  dependable  and  community  

• A  degree  or  diploma  in  Marketing,  Sports  Management  or  a  closely  related  field  

• Demonstrated  experience  utilizing  a  CRM  database    

• Demonstrated  experience  in  data  acquisition  and  relationship  marketing  

• Experience  in  working  with  and  being  accountable  for  sales  and  revenue  targets  

• Ability  to  initiate,  foster  and  manage  relationships  quickly  and  easily  with  a  wide  variety  of  stakeholders  

• Strong  written  and  verbal  communication  skills  

Desirable:  

• Previous  experience  in  a  sporting  or  entertainment  organisation  

• Proven  experience  in  working  and  understanding  the  dynamics  of  the  Gold  Coast,  Brisbane  and  Northern  NSW  markets  

• Knowledge  of  AFL  and  the  Gold  Coast  sporting  market  

Role Description: Fan Development Manager

Gold  Co

ast  F

ootball  Club  Va

lues  

The   Gold   Coast   Football   Club   lives   by   the   values   created   by   its   inaugural   directors,   employees,  players,  members  and  sponsors.  

Our  values  will  form  a  fundamental  part  of  building  a  high  quality  team  and  all  staff  representing  our  club  will  be  required  to  believe  in  and  demonstrate  the  following  values:  

Dependable  • Faith  in  each  other,  trust  in  each  other  and  a  commitment  to  shared  goals  • Consistently  delivering  and  continually  improving  • Confidence  without  arrogance  • Honesty  in  effort  and  approach  • Doing  the  right  thing,  giving  everyone  a  fair  go  and  always  acting  with  integrity  

Bold  • Courage  and  passion  combined  • Taking  advantage  of  opportunities  

Community  • A  spirit  of  unity  • Mutual  and  committed  support  and  understanding  • Openness,  inclusivity  and  equality  • A  sense  of  belonging  for  members,  sponsors  and  supporters  • Involvement  in  and  creation  of  real  experiences  • Bringing  people  together  to  share  the  journey,  challenges,  successes  and  rewards  

Fresh  • Youthful,  spirited  and  energetic  • Entertaining  and  engaging  • Inspiring  and  aspirational  • Doing  things  differently,  innovative,  unexpected  • Progressive  and  challenging  • Unlimited  in  potential  

Relentless  • Pursue  excellence  in  all  that  we  do  • A  winning  spirit  • Driven  to  face  all  challenges  and  achieve  beyond  expectation  • Developing  through  continuous  improvement